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The Brick, Leon抯 named Canada抯 most trusted brandsWednesday, July 20, 2016 > 09:37:34
(Home Goods Online)
Canadian consumers have named The Brick and Leon’s as the most trusted furniture store brands in the country in a survey conducted by BrandSpark International, a brand, marketing and product innovation research company based here.
The results of the ranking – which covered a broad range of retail store categories such as auto parts, department store, health/pharmacy, home décor, electronics, footwear, mass merchant and clothing, among others – were based on the annual BrandSpark Canadian Shopper Study.
Robert Levy, president and CEO of BrandSpark International, told Home Goods Online, the results of the survey were determined when researchers analysed the unaided responses to the online survey and the reasons for trusting the brand.
The survey not only ranked brick and mortar stores but online retailers as well. Furniture was not covered in the online survey this year.
While The Brick and Leon’s were tied for the national ‘Most Trusted Brand’ designation, consumers in British Columbia and the Prairies (Alberta, Saskatchewan and Manitoba) ranked The Brick at the top while Leon’s was selected by consumers in Ontario and Atlantic Canada.
Meanwhile, consumers in Quebec ranked Ameublements Tanguay, the Quebec City-based division of BMTC Group as the ‘Most Trusted Brand’ in that province.
Levy also said three other retailers were ranked quite high in the furniture category including La-Z-Bay Furniture Galleries, IKEA Canada and Sears Canada.
Not surprisingly, the ‘Most Trusted Brand’ among Canadian electronics stores was Best Buy Canada while HomeSense was the winner in the home décor category. The other place HomeSense was challenged was Quebec, where consumers favoured Bouclair Home.
IKEA was also ranked highly in the home décor category.
Walmart Canada was the winner in three categories including department store, mass merchant and kitchenware/housewares.
“Canadian shoppers also revealed what determines their trust in a retailer: consistently strong value (often driven by low prices or high-value promotions), a strong selection of quality products, and a consistent and convenient shopping experience,” Levy said in a statement announcing the results of the survey. “This is at least as true for online retailers as for brick-and-mortar, though online the price competition can be even fiercer, and out-of-stock issues can be even more damaging.”
Each respondent was also qualified to ensure he or she had shopped in the category during the previous twelve months.